The Kidney Foundation of Canada's Atlantic Branch is launching a new awareness campaign this week featuring Canadian rock band Rush's Alex Lifeson.

The guitarist is featured in a new commercial for the Foundation, of which Lifeson has been a longtime supporter…and for him, it’s personal.

"A little over [ten] years ago, my father passed away after two very difficult years of failing health,” Alex explains.

“Both his kidneys ceased to operate and he was on dialysis for over two years. Many times, he was nearly lost during his dialysis and it was heartbreaking to watch his demise, and that's why this is especially important to me."

Last month, Lifeson teamed up with the Foundation to sell a limited-edition series of art prints entitled 'Sunflowers.'

The print was limited to 300 copies, all signed by the artist…and they’re all sold-out in support of the cause.

Lifeson has been a regular contributor of original art to the Foundation's 'A Brush of Hope' project, where he receives hundreds of bids on his work.

Since its creation in 1964, The Kidney Foundation has helped millions of Canadians suffering from kidney failure and related disorders such as hypertension, diabetes, urinary tract infections and kidney stones.

For more information, visit kidney.ca

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